Introduction Owner of Digital Insights Work with clients Developing Online Business Channels Lecturer with DIT in MA Digital Media Technologies Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT Work with university incubation centres – LINC and Synergy IT Colleges 12 Years working in Software Industry Irish and International Companies Developed Online Retail Businesses www.BabaBeag.ie 30,000 Customers over 50,000 Subscribers to email
Businesses need to understand changes in digital landscape and customer behaviours and how this affects their businessOnce they understand THISThen they should implement digital marketing programme – not before
Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: More traditional approach – can also be referred to as ‘push messaging’. Business decides on a particular message and pushes it out into the marketplace. Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: New and emerging approach – can also be referred to as ‘pull messaging’. Business aims to be ‘get found’ by customers Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
Differentiated Digital Media Model Owned Media – such as website Paid Media – such as display ads Earned Media – such as viral campaign
Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, blogs, social profiles, digital conversations/interactions etc. Brands/Businesses becoming publishers media outlets No limits to what an organisation can publish online for the consumption of their constituencies Become trusted knowledge experts in your business or sphere of operations Establish trust and develop relationships with customers and prospects Be engaging, entertaining, educative, informative etc.. Allow user participation and transparent engagement
Various Types of Content TheContent and Digital Mediaon your Web site, otherMicrosites, Partner Sites etc.. Whitepapers, Case Studies,Webinars, Podcasts Blog Posts,Reader Commentsand Reactions Tweets, Status Updates E-mail Newsletters Facebook posting, Updates, Interactions on Fan Pages Videos, Demos,Presentations, ScreencastsandCustom Animations Product/Service Reviews & Customer Testimonials Articles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.
Content Marketing Characteristics of Success Understanding the informational needs of your customers Knowing how those informational needs mix with your marketing goals and objectives Mapping content schedule to user profiles and buyer cycles Being consistent (content marketing is a marathon, not a sprint) Listen and continually evolve the program .
Advantages of effective content Creates the means to be “findable” on the web Creates demand generation and awareness through publishing, distribution and “shareability” Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates ‘stickiness’ to your owned media assets (rather than to paid ones)
Who creates the content? Internally Find employees who are knowledgeable and want to write Re-purpose content that has been created over time for different media Partners, customers and third party experts Publish whitepapers, webinars, eBooks, articles etc…with partners Customers If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. You can allow customers to make product recommendations – crowd sourcing
Content Marketing: Success Vs Failure Characteristics of Failure Always selling, rather than informing and educating Not listening, thus not evolving the content program .
Blogging Effective way of building community and improving SEO Common Blogging Platforms WordPress, Type Pad, Bloggers, Blogspot Excellent way of engaging with readers Inform followers what is of interest to you Can use an informal style Show human face of organisation Participate in wider conversations Leave comments, interact, generate interest, etc.. Search Engines Love regularly updated content Now MNCs are encouraging employees to Blog and engage with social media IBM, Dell, Intel and Cisco
Blogging Tips Connect to your most important keywords. Important for Search Engine Optimisation Grow the number of influential referral sites. Critical to get authoritative inbound links to your site Don’t forget the outbound links. Be generous with links to other blogs and websites and others will return the favor and build your traffic for you. Understand the location of your audience. Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople. Measure endurance. Measure return visitor and length of time spent on site
Blogging Tips cont. Find and nurture your VIPs. Make sure you respond to key people – thos who subsribe and comment Use Twitter for blog PR. If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Use URL shorteners to gauge subject interest. UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets. Build cross-referencing across social media tools. No social media tool is an island. All tools should cross-reference each other – don’t necessarily re-publish the same content on each platform Embed and measure calls to action. If we can get people to a landing page, we should.
Prepare internal organisation for impact of social media
Identify stakeholders and task them with ownership
Pick platforms and tools that relate to your identified audience
Implement a pilot programme and monitor and analyse campaign progress
Revise approach and campaign based on feedback
Roll-out on different platforms and business areas incrementally
Implementing Social Media Benchmark existing stats Current site statistics - PPC and Organic Search Twitter followers, Facebook fans, Digg Links, existing traffic etc.. Quantify ROI benchmarks – customer acquisition, advertising spend per channel Design and develop the campaign Decide on channels Stakeholders Expectations Pilots Revision points Monitoring process Engagement process
Top 5 Ranking Factors Keyword Focused Anchor Text from External Links 73% very high importance External Link Popularity (quantity/quality of links) 71% very high importance Diversity of Link Sources (links from many unique root domains) 67% very high importance Keyword Use Anywhere in the Title Tag 66% very high importance Trustworthiness of the Domain Based on Link Distance from Trusted Domains 66% very high importance
Next 5 Important Factors Keyword Use in Internal Link Anchor Text on the Page 47% moderate importance Keyword Use in External Link Anchor Text on the Page 46% moderate importance Keyword Use as the First Word(s) in the H1 Tag 45% moderate importance Keyword Use in the First 50-100 Words on the Page 45% moderate importance Keyword Use in the Subdomain Name 42% low importance Keyword Use in the Page Name URL 38% low importance
PPC Introduction Analyse your specific market Use Keyword Tools Analyse your online and offline competitors Trellian.com, Google keywords tool Create the PPC accounts Google, Bing, Yahoo Divide the main account campaigns, Ad Groups and Ads (with targetted keywords) Enables highly targetted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation
PPC Tips Match your keywords to optimised and tested landing pages Ensure you optimise your Google "Quality Score” Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Tools and strategies to find the best PPC keywords Google Adwords Tool Wordstream Wordze WordTracker Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Clear Calls to Action Dynamic Keyword Insertion
Best Practices of Email Marketing Create segmented targeted lists – NOT one size fits all Optimise and test subject lines, time of delivery, from addresses, email copy etc.. Deliverability Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records Clear Calls to Action Ensure clear to customer what next step is Share with Social Network Make it easy to share email content with networks
Best Practices of Email Marketing Organic Opt-in List Growth Don’t buy lists – when people unsubscribe – ensure they are Remind recipients why they are receiving mails Be relevant and provide value not marketing messages Frequency Think relevancy – ALWAYS be cognisant of SPAM Constantly Test Test Content, Images, Subject Line, Address, Calls to actions, placements, layout Template Design Fresh brand centric design
Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Keywords: Measures – Objectives Objectives: Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs,
Typical Trackable KPIs Number of Conversion Cost per Lead, Cost per Sale Bounce rates Returning visitors Recency Rates Abandonment rate Average order size (ecommerce apps) CPA / Customer Lifetime Value Average Revenue Per User
Additional Metrics 3rd Party Links – Partners, Referrals, Promotions, Affiliates New account sign-ups Article or press release views Newsletter signups Page views per session No. of site specific downloads – products, articles, whitepapers, podcasts No. of Webinar Views